Branding a modern residential community that bridges Augusta’s historic roots with considered, contemporary living.
Role
Art Director
Team
Agency FIFTY3
Designer, Jada Jones
Deliverables
Visual Identity
Highland Springs
Highland Springs is a 131-unit build-to-rent community of townhomes and single-family homes in Augusta, Georgia. Designed for aging millennials seeking more room to grow and downsizers looking for a connected, maintenance-free neighborhood, the property presented a unique visual contrast. While the exterior architecture broke from traditional southern charm with stark, modern lines, the interior design moodboards revealed a historic, eclectic, and classic aesthetic. We needed to build a brand that authentically represented this unexpected, multifaceted living experience.
Our visual strategy embraced the striking contrast between the community's modern exterior footprint and its rich, classic interiors. Taking direct inspiration from the complex textiles and florals found in the interior spaces, we developed a dual-concept pattern program. We designed structural, geometric patterns to reflect the exterior architecture, balanced by one intricate floral pattern to pay homage to the eclectic interiors. For the primary logo, we made the rare choice in the real estate space to lean into an expressive script typeface. Paired with classic primary typography, this approach grounds the brand in Augusta’s historic roots while keeping the identity fresh and contemporary.
The result is a cohesive identity system that accurately sets expectations for the physical space before a resident even steps through the door. By leaning into the community’s unique juxtaposition of modern structure and historic warmth, we delivered a brand that feels both established and deeply inviting — positioning Highland Springs as a true, lasting neighborhood.
